Netherlands-based smashburger brand to open first London site

Netherlands-based smashburger brand Fat Phill’s is set to launch its debut London site in Clapham Junction next month.

Menu items include the Double Cheeseburger, the Big Belly, the Tamale Burger, the Philly Cheesesteak Sandwich and a choice of loaded, layered or regular fries.

The 20-cover Clapham site will also feature self-service kiosks.

The opening comes after Freshly Baked Ltd, the master franchisor behind Auntie Anne’s UK, secured an agreement earlier this year to develop and grow the Fat Phill’s portfolio across the UK.

The restaurant group is looking to open 100 sites across the country over the next 10 years.

Max Burton, managing director of Freshly Baked, said at the time that the initial plan was to open three restaurants between 1,000 sq ft and 1,800 sq ft in Greater London high streets.

“What attracted us to Fat Phill’s is the quality of their smash burgers and associated offers, their modern shop fit design and attention to detail from the franchisor,” Burton said.

The partnership has been co-ordinated by food and beverage business developer and franchise consultant Seeds Consulting.

Fat Phill’s was founded in 2019 by Armin Vahabian and claims to be the fastest expanding burger brand in the Netherlands, currently with 18 sites in cities such as Amsterdam, Rotterdam and Utrecht.